Dubai’s Emirates elevates travel experience with new sea-to-air partnership

Berlin: Dubai carrier Emirates announced Wednesday, on the sidelines of ITB Berlin, that it has renewed its strategic partnership with Germany’s TUI Cruises.

The partnership renewal coincides with TUI Cruises' expansion in Dubai, marked by the addition of a second vessel homeporting its operations there for the 2025 - 2026 cruise season.

The world’s biggest international airline said it intends to continue working closely with TUI Cruises across several areas, including marketing initiatives, planning and operational strategies. “Emirates will strategically coordinate flight schedules with TUI Cruises' itineraries, ensuring optimal connectivity between air and sea segments for cruise customers,” the airline said.

Emirates and TUI Cruises will also work together to reserve a certain number of seats on flights - cruise blocks - for passengers travelling to join a cruise. These blocks are expected to meet demand from important cruise markets.

In addition, Emirates will work closely with its Dubai stakeholders on enhanced ground transportation solutions between Dubai International Airport (DXB) and Port Rashid Cruise Terminal.

 The partnership renewal was formalised during ITB Berlin by Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates Airline and Wybcke Meier, CEO of TUI Cruises.

Kazim said, “Our renewed collaboration with TUI Cruises and its continued commitment to growing its presence in Dubai aims to enhance cruise passenger arrivals in our home and hub and across our network, enabling travellers to experience exceptional maritime journeys aboard TUI's magnificent vessels."

Without seamless connectivity, cruise passengers often face the hassle of booking flights and cruises separately, leading to mismatched schedules, long waits for transfers, and stressful check-ins at both the airport and cruise terminal.

They may also miss out on discounts, package deals, and integrated customer service and face confusion when managing luggage or getting assistance.

Meier of TUI Cruises said that by integrating air and sea journeys, the cruise line can offer travellers unparalleled convenience and connectivity.

“Dubai's strategic location and world-class infrastructure make it an ideal hub for our expanded operations. Besides, it is a popular destination for our guests, offering a unique blend of modern luxury and cultural heritage,” said Meier.

The airline also plans to identify avenues to extend the partnership's scope beyond Dubai, focusing on Far East cruises. Tui Cruise’s Mein Schiff 6, with a capacity of over 2,500 passengers, includes a 14-day itinerary, starting from Singapore, docking in Malaysia, Thailand, Hong Kong, Vietnam, Japan, and then back to Singapore.

According to Emirates, Dubai’s growing cruise sector results from coordinated efforts across the tourism and aviation industries. This includes streamlined customs and visa processes, duty-free services, free city shuttles, and Emirates’ dedicated check-in counters at Port Rashid. With 16 counters available, cruise passengers can check in their luggage and receive boarding passes up to four hours before departure, allowing them to explore the city before returning to the airport.

For the upcoming season, TUI Cruises plans to deploy two ships to Port Rashid, each accommodating over 2,500 passengers. Travellers can choose from two itineraries that start and end in Dubai, with stops in Abu Dhabi, Oman, and Qatar.